The Cosmetic Advertising Industry

The Cosmetic Advertising IndustryThis analysis of a current skincare product advertisement is that of a visual and verbal persuasive ad that not only promotes the item but outlines societies standards of beauty as well as American cultural values today . This ad gives an all around simple, clean appearance because it wants to portray that this is the way skin “should look” no matter what age one may be. The ad makes no harsh lines or textures and gives off a very relaxing, fresh look. The presentation of the models skin is flawless, even, and radiant. The advertiser is trying to sell the skincare product by showing what the results of the product can be (flawless, clear, perfect skin). The claim , “The Pro-X Clear is a total skin care solution. Proven technology to help stop the frustrating cycle of breakouts and blemishes.” supports this itself in the detailed description of how it is going to make your skin look flawless and give it “even texture”, and “minimize the look of pores in as little as 4 weeks.” It also supports this claim by using a model with radiant skin to show a potential buyers what his or her skin will look like after using this product.

The ad depicts that in order to be beautiful one must have beautiful skin and in order to have beautiful skin one must have this product. It portrays how Americans idolize beauty and how much they strive to achieve outer beauty goals that are unrealistic. The models skin is clearly airbrushed. Even her fingers have been retouched. She has also been photographed in professional lighting by a professional photographer who knows how to make “beautiful” women look even more beautiful. It persuades American girls to want to look like the fashion models in the magazines rather than spend their time doing good for others, instead. The image created is an impossible image for one to live up to. Americans tend to believe that youth prevails over age. This creates a dilemma because one cannot “stop the hands of...

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s the cosmetics world goes global, how will it affect individual nations’ ideas of beauty? Now that anyone with internet access can check out the latest catwalk trends and advertising campaigns in international fashion magazines, will make-up trends become homogenised? Will a Mad Men-inspired red lip catch on in China, as it has in New York and London? Will women from Mumbaiturn their backs on Bollywood glamour in favour of “the new nude”? Here, industry insiders from major cities around the world
report from the front lines of beauty today.
London
“Catwalk trends take time to trickle down, but when key celebrities wear a look, it can have an instant influence,” says make-up artist Cassie Lomas – and the celebrity does not have to be UK-based. “The statement lips we saw on Angelina Jolie at the Oscars is a trend that London girls are sporting,” says Lomas, who credits the Kate Middleton effect as well: when the Duchessof Cambridge wore a particular Bourjois nail polish (Rose Lounge), sales soared. “It is still their bestseller,” says Lomas, who is also a consultant for the brand. But the influence of New York shouldn’t be underestimated, says Nicky Kinnaird, founder of Space NK. “You can’t get away without having a manicure and tidy nails any more, and that’s the influence of the US.”
Paris
Parisians do not in any way follow fashion...

...﻿Findings
– Each of these cosmetic companies is unique. They each offer something different to the industry; selling method, marketing strategy, product line, and distribution channel.
Practical implications
– The industry trends indicate that the future of cosmetics may move towards more joint ventures between drug companies, cosmetic companies and nutritional/food companies as cosmetic companies look for new ways to be innovative.
Originality/value
– The research provides an in‐depth business analyses of cosmeticindustry using SWOT, Porter's value chain and five forces and financial with results obtained that are generalizable to the entire cosmeticindustry. Projections on the future of cosmeticindustry are also presented.
Reference : Comparative innovative business strategies of major players in cosmeticindustry
Revlon sells through department stores, drug stores, etc. They do not rely heavily on independent sale representatives like Avon and Mary Kay
Revlon
The company markets extensive consumer product lines at a range of retail prices primarily through the mass‐market distribution channel. For outside the USA, the company markets select premium lines through demonstrator‐assisted channels. The company's goal for its marketing strategy is to create a uniform global...

...International Marketing
The CosmeticsIndustry
Estee Lauder vs. Shiseido Cosmetics
E. Wang
July 8, 2005
BSAD 491
Introduction
The cosmetics business is a billion dollar industry. Every year, women are responsible for consuming millions of cosmetic products. The cosmeticsindustry is so large because of several factors. The media is a huge contributor to the intense pressure to look a certain way. The idea that "sex sells" is evident in gossip magazines, movies, advertisements, music, and more subtly- in the business world. People first notice what race someone is, how beautiful or ugly they are and what clothes they are wearing. Beauty is skin deep; however, first impressions are usually what others use to base their personal judgments. In the business world, people are expected to dress appropriately and carry themselves appropriately. Studies reveal that better looking people on average earn more than their peers. Obese applicants are discriminated against because of their larger appearance. Sadly, how one dresses and appears is often the determinant of the amount of respect one receives.
Cosmetics can pessimistically be seen as a group of products which feeds on either people's insecurities or egos. Optimistically, cosmetics can be a product which helps us bring our best face forward. The desire to look...

... Advertising is an evolution of techniques and human interaction and is helped with the technological advances and the creation of consumer and customer’s relations; I believe that advertisement has created awareness in the new advanced world we live in that connects all the people. I will discuss the advertisement piece throughout the essay and emphasize its aspects throughout the research done the advertisement I chose is about BP, it is a multinational company that provides oil and gas. It is known to be one the strongest and most trusted companies in the whole world due to the hefty amount of shares in the world economy and the large revenue it produces every year. An employee that works in the company promotes BP graduate program. Laston does the advertisement; he works in the Procurement and Supply Chain Management. Laston promotes the graduate program by talking about his own experience. He was recruited normally through regular process and now he is in the place where he feels appreciated. He came through the normal recruitment cycle and he is one of many that talked about their experience in this BP campaign to promote the graduate program. BP in the advertisement asks the viewers if they are up for the challenge to become part of the graduate program. Advertisements has transformed in the past years into interaction between the customer and the producer which allows for more efficient results with a variety in the target audience reached....

...Global Cosmetics Manufacturing Industry
Over the past five years, the Global Cosmetics Manufacturing industry has experienced steady growth. According to IBISWorld industry analyst Nikoleta Panteva, "The past five years have been no exception, despite declining per capita disposable income in key markets."
Industry Analysis &amp; Industry Trends:
The global cosmeticsindustry is broken down into six main categories; skincare being the largest one out of them all, accounting for 31 percent of the global market.
* Revenue: $243bn;
* Annual Growth 08-13: 3, 0 %.
However, there are certain factors which affect the entry to the cosmeticindustry by firms. These factors can be briefly analyzed using the Porter Five forces analysis. They include the threat of substitutes, threat of new entry, bargaining power of customers and suppliers as well as intensity of rivalry in the industry.
Threat of new entry
This factor analyzes the ease with which firms may enter into an industry. The cosmeticindustry has a low threat of new entrants. The first is the huge costs of entry. Developing unique cosmetic products requires a lot of resources both in terms of research and development and the actual manufacturing process.
Another factor which...

...﻿
Advertising
Introduction:
Advertising is a form of communication that typically attempts to
persuade potential customers to purchase or to consume more of a
particular brand of product or service than competing brands or services –
or if the advertising in not on behalf of a brand but for instance a public
service – to change their behaviour.
Modern advertising developed with the rise of mass production in the late
19th and early 20th centuries and has now developed as an essential part
of influencing behaviour – across a wide spectrum of interest groups.
Many advertisements are designed to generate increased consumption of
those products and services through the creation and reinvention of a
“brand image" . For these purposes, advertisements sometimes embed
their persuasive message with factual information. Every major medium is
used to deliver these messages, including television, radio, cinema,
magazines, newspapers, video games, the internet, direct mail,
billboards, outdoor posters and sponsorship (the list is getting longer as
new media are developed).
Advertising is often placed in these media by an advertising agency acting
on behalf of the client company or other organization, therefore they are
acting as agents.
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...Decoding an Advertising Campaign
AAMI
In this following essay I will be discussing and analysing the advertisement
campaign of Rhonda and Ketut created by AAMI car insurance. I will go over
the strengths and weaknesses involved, the use of propaganda and further
advertising and it’s benefits.
In 2011 AAMI launched a campaign which would soon become one of
Australia’s most loveable story lines. AAMI decided to take a different approach
when releasing this campaign, as it needed to be something Australians can be
entertained by, relate to and can contribute and remember for 52 weeks of the
year. The aim of the campaign was to stand out from all the other Australian
insurance companies. Each insurance company are all competing for the same
customers, however they all offer the same thing. Therefore consumers are left
confused when deciding to stay or change brands. However, AAMI have
recognised those customers who do not make insurance claims and have safer
driving record and therefore have developed the Safe Driver Rewards. Which
rewards safe drivers who do not claim on their insurance and gives them a
15% discount off their insurance as well as other benefits. In order to
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...The cosmeticsindustry, traditionally believed to target women, has a new target segment: Men. No longer do cosmetics represent a `women only' market. Many players are coming up with skin care products for men.
The men's personal care segment is estimated to be worth Rs 790 crore, with Gillette having a large share of the pie. Others, including Godrej, HLL and CavinKare also have a presence in the market.
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The growing demand for men's cosmetics inspired cosmetics majors such as Modicare and Amway to launch new products in the skin-care segment.
Modicare is coming out with its Velocity range, while Amway has launched its men's range in the Indian markets.
The Indian cosmeticsindustry appears to have considerable growth potential. Of the Rs 3,000-crore cosmetics and toiletries industry, the market size of the skin-care segment alone is estimated at Rs 1,200 crore.
Fairness creams account for around 60 per cent of the skin-care business at around Rs 700 crore.
This segment has some of the big names such as Hindustan Lever (Fair & Lovely) with a massive 53 per cent market share, followed by CavinKare (Fairever) with over12 per cent share and Godrej FairGlow with a 3.4 per cent share.
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